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This paper is designed to investigate physicians’ opinions regarding an SMS professional medical news service in the Finnish health-care sector. A survey using SMS mobile technology was conducted on March 5, 2003. 259 out of 685 responded within 2 days, and 90% came within 6 hours after the survey was sent out. The response rate was 38%. Findings from this simple SMS survey showed that physicians had positive perceptions of the SMS news service. Nearly 60% of the respondents have used the service. Some of the answers included spontaneous feedback about the service, which revealed valuable comments and suggestions regarding the further improvement of the service. The SMS survey as a new data collection method needs academic attention. Future research is briefly discussed.